According to the results of the next wave of its Tourism Barometer, the majority of travelers state the importance of sustainability in post pandemic tourism, while almost half say that the current model of destinations in Spain is massive, and needs a full reconversion. Therefore, BRAINTRUST, a consulting firm specializing in the tourism industry among other sectors, has decided to expand its value proposition throughout the ecosystem of destinations, to assist them in accessing European funds, which allow them to transform and reposition themselves, within the Plan of Modernization and Tourism Competitiveness of the Ministry of Tourism.
For Angel García Butragueño, director of the area and Co-Director of the Tourism Barometer, "After the COVID 19 pandemic, tourism will experience a new reconversion, facing a new traveler who will reward sustainability. We are heading towards a new era, where the Tourism Sustainability Plan of the Secretary of State makes more sense than ever to evolve the Spanish model, and we believe that we can be of great help to all companies, and especially to tourist destinations in redefining the tourism that each city wants in the future. Destinations should not now look for a record number of tourists every year as usual, but think about what model they want to offer, attracting higher value travelers, who appreciate their offer, respect their tourist capital and enrich the local populations both socially, economically, environmentally and territorially. Travelers have dictated the way of the future, they want a responsible tourism that survives fashions, and that remains in time as a dynamizer of the economy, culture, and society. And BRAINTRUST can help destinations to offer it".
More than half of Spanish destinations must reconsider their model based on mass tourism
BRAINTRUST reveals in its latest wave of the Tourism Barometer that 45% of Spanish travelers think that the destinations in our country are overcrowded and have a model of mass tourism, which is far from the desired sustainability, a primary objective for 75% of tourists.
In the BRAINTRUST study, travelers clearly state that destinations should take advantage of the COVID 19 crisis to reconvert to a more respectful type of tourism, where the resident is also taken into account, in line with the premises dictated by the Modernization and Competitiveness Plan of the Secretary of State for Tourism, from where European funds will be provided for this purpose, transforming our tourism capital to remain world leaders in a post-pandemic world.
Travelers have stated that as of COVID 19, sustainability will be one of the main decision factors in their vacation travel, so destinations have the opportunity to reposition themselves towards this concept in their future strategic plans, providing us with the opportunity to establish short, medium and long term plans to reposition themselves towards this concept.
Sustainability at the center of decisions: Galicia, Asturias, Cantabria and Andalusia the leaders in sustainability
In its latest wave of the Tourism Barometer conducted in June 2021, BRAINTRUST shows how important sustainability is for Spanish travelers, an aspect that will be an essential selection parameter in the future when choosing a destination.
By region, Galicia appears as the most sustainable destination for Spaniards, followed by Asturias, Cantabria and Andalusia. At the other end of the scale, Murcia, Madrid, Aragon, and the cities of Melilla and Ceuta are the least sustainable destinations for Spaniards.
A value proposition for times of recovery and reconversion
Among its value proposition, BRAINTRUST offers other services such as Strategic Tourism Plans, Marketing and Communication Strategies, Sustainable Tourism Observatories, Research on Co-Governance Models, Design and Launch of Tourism Products, Coexistence and Resident Opinion Studies, Digitalization Strategies, or Analysis of Opportunities and De-seasonalization Policies, among others.
Among its clients are the Group of World Heritage Cities in Spain and its 15 cities, the city of Ibiza or the city of Toledo, where they have developed in collaboration with their City Councils, Strategic Plans to address a new era and reposition these cities towards a new tourism model with the goal of socio-economic, environmental and territorial sustainability.
BRAINTRUST had already been working in all sub-segments of the industry, including airlines, hotels, mobility, technology, leisure, travel agencies, tour operators, which make up its customer base, and now it is redoubling its commitment to the tourism industry, strengthening its value proposition, expanding the area of destinations under the direction of Angel García Butragueño.
For José Manuel Brell, Co-Director of Barómetro Turístico and Partner responsible for the industry at BRAINTRUST: "Never before has tourism had the opportunity to evolve with the support of public institutions and funds from the European Union. It is our mission to continue supporting this sector, so important for the Spanish economy, in order to enhance its capabilities in the face of a new era where sustainable tourism will be a path of no return. Once again, we are demonstrating our commitment to the recovery and change of cycle in the industry, and there is no one better than Angel García Butragueño, a leading expert in this transformation, for this new commitment. There are many initiatives that are being carried out in these times by the destinations, but helping them in the strategic approaches to short, medium and long term has become our brand DNA. At BRAINTRUST we believe, live and work for the sustainability of tourism".
BRAINTRUST joins the Network of Intelligent Tourist Destinations as a collaborating member
BRAINTRUST, in line with its strategy to support the sector, has joined the Network of Smart Tourist Destinations last June, where it will share its knowledge and experience with the rest of the members of the Network.
